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Apple was working on an electric vehicle (EV) to rival Tesla and its competitors, but according to Bloomberg, the Cupertino-based tech giant is now moving away from the project. Apple’s car plans had been in development for a decade, but in a surprising announcement from Apple COO Jeff Williams and Vice President of Technology Kevin Lynch, the EV project is now scrapped.
Apple reportedly ditches EV plans
Apple is reportedly shifting its focus to artificial intelligence (AI), with some employees from the EV team being transferred to the AI division. However, there are expected layoffs, particularly among engineers from the Special Projects Group. The EV project, known as Project Titan, was kept secret from consumers but was publicly tested by Apple with self-driving capabilities and advanced features.
5 reasons Apple scrapped its EV
- The strategy for Apple’s EV car was constantly changing with no consistent plan.
- High turnover in leadership roles within Project Titan.
- Concerns about the EV being years away from hitting the market.
- Challenges with self-driving technology.
- Stagnation in the EV market due to poor charging infrastructure.
Despite the setback, Apple has the potential to revitalize the industry. The EV was expected to be priced around $100,000, and remaining Project Titan staffers will now work under John Giannandrea, Apple’s senior vice president of Machine Learning and AI Strategy.
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